Coca-Cola relies on artificial intelligence to create its campaigns
Posted: Tue Jan 07, 2025 9:10 am
Although there has been much talk about the possibility that robots and artificial intelligence will sooner rather than later wipe out many technical professions, it seems that those who work in jobs where creativity is a central element are not immune to the danger either.
And Coca-Cola is ready to prove it, as its future plans involve taking advantage of the full potential of artificial intelligence to develop its campaigns.
This was stated by the brand's global senior digital director, Mariano Bosaz, during the Mobile World Congress in Barcelona.
“Content creation is something we have been doing for a long time. We give agencies a brief and they bring us ideas that they put into practice in 30 seconds. In terms of content, I want to start experimenting with automated narratives ,” he explains.
However, creatives can breathe easy for now at least, as Bosaz sees the replacement of humans by machines as a long-term reality, but a reality nonetheless.
The pace at which social media moves (where new developments happen at the speed of light) is absolutely hellish, so to achieve success on these platforms you have to fly the flag of flexibility and be constantly on the lookout to detect new trends born in the heat of these channels before anyone else.
In 2025, those who work professionally on social media (whether brands or influencers) should not miss a single word of the trends dissected below by Stefan Pichlmeier, Head of Marketing at Metricool in Germany, Austria and Switzerland, in an article for Horizont :
1. Short videos: the favorite format of social media also in 2025
Short videos will continue to dominate the social media scene in 2025, and will continue to provide maximum engagement to those who opt for this format on 2.0 platforms. TikTok was the netherlands phone data social network that originally gave impetus to short videos, which were later also successfully transferred to Instagram (Reels) and YouTube (Shorts). The power of short videos lies in their speed and conciseness , which ultimately translate into very high engagement rates (provided they are infused with enough creativity).
2. Quality matters more than quantity
In 2025, quality content that offers real added value to users will be much more important on social media than the number of followers . In fact, platforms such as Instagram and TikTok are optimizing their algorithms to reward content that is truly relevant to the user. This trend will have a positive impact in particular on creators with smaller communities of followers, since their content will not be judged solely by its reach but also by the value it brings to the community.
3. AI: Efficiency and authenticity will go hand in hand
And Coca-Cola is ready to prove it, as its future plans involve taking advantage of the full potential of artificial intelligence to develop its campaigns.
This was stated by the brand's global senior digital director, Mariano Bosaz, during the Mobile World Congress in Barcelona.
“Content creation is something we have been doing for a long time. We give agencies a brief and they bring us ideas that they put into practice in 30 seconds. In terms of content, I want to start experimenting with automated narratives ,” he explains.
However, creatives can breathe easy for now at least, as Bosaz sees the replacement of humans by machines as a long-term reality, but a reality nonetheless.
The pace at which social media moves (where new developments happen at the speed of light) is absolutely hellish, so to achieve success on these platforms you have to fly the flag of flexibility and be constantly on the lookout to detect new trends born in the heat of these channels before anyone else.
In 2025, those who work professionally on social media (whether brands or influencers) should not miss a single word of the trends dissected below by Stefan Pichlmeier, Head of Marketing at Metricool in Germany, Austria and Switzerland, in an article for Horizont :
1. Short videos: the favorite format of social media also in 2025
Short videos will continue to dominate the social media scene in 2025, and will continue to provide maximum engagement to those who opt for this format on 2.0 platforms. TikTok was the netherlands phone data social network that originally gave impetus to short videos, which were later also successfully transferred to Instagram (Reels) and YouTube (Shorts). The power of short videos lies in their speed and conciseness , which ultimately translate into very high engagement rates (provided they are infused with enough creativity).
2. Quality matters more than quantity
In 2025, quality content that offers real added value to users will be much more important on social media than the number of followers . In fact, platforms such as Instagram and TikTok are optimizing their algorithms to reward content that is truly relevant to the user. This trend will have a positive impact in particular on creators with smaller communities of followers, since their content will not be judged solely by its reach but also by the value it brings to the community.
3. AI: Efficiency and authenticity will go hand in hand